Hair removal has a long history in the United Arab Emirates and remains a major priority among the country’s many Middle Eastern and Asian residents. There are various approaches to achieving a smooth, hairless body.
One factor supporting sales growth in depilatories towards the end of the review period was the fact that increasing numbers of men are opting to remove some or all of their body hair. Among the most popular types of depilatories among men in the United Arab Emirates are easy-to-use strips, which offer a hair-free look in specific areas of the body.
2019 saw Reckitt Benckiser remain the leading player in depilatories. The multinational fmcg player’s strong position in the category is supported mainly by the popularity of its Veet brand in hair removers/bleaches.
Sales of depilatories are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a slowdown from the 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Hair removers/bleaches is expected to have benefited significantly from the unavailability of beauty salons and professional depilation services for much of the first half of the year. Women’s shaving meanwhile is expected to have experienced a slowdown in demand due to the COVID-19 situation in 2020 as women who work from home and are unable to socialise outside of the home are likely to have been shaving and/or waxing less often.
With sales of depilatories unlikely to have been significantly affected by COVID-19, the category is expected to return to pre-COVID-19 sales trends by the end of 2021. This means steady positive growth for the category as the general preference for smooth, hairless skin among the female residents of the United Arab Emirates underpins rising demand for these products.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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